Every business has one.

The person who trains every new starter.

They know the job inside out. They can explain the process without looking at a manual.

Most awareness campaigns are made for the people who commissioned them.

The committee likes it. The lawyers approve it. Everyone involved can explain exactly what the campaign is about.

There is an awkward problem with selling property before it exists.

There is no finished building to photograph. No lobby to walk through.

There is a particular type of investor pitch video that seems to follow the same recipe every time.

A drone shot of the building. A founder walking through a glass office.

Every town has a reputation.

The annoying part is that the reputation is usually about 15 years out of date.

Ask someone who hasn't visited Bolton for a while what they think of it, and you might hear the familiar jokes. The old stereotypes.

Every founder knows they should probably be doing more on LinkedIn.

You know the drill.

“Post consistently.”

“Build your personal brand.”

“Share your expertise.”

“Tell your story.”